Marketing on Facebook is a challenge for even the savviest of social media masterminds, and much of that is thanks to organic reach.
What exactly is organic reach, you might be wondering? According to our friends at Facebook, "organic reach is the total number of unique people who were shown your post through unpaid distribution."
This is not necessarily a new issue, but it's an ongoing one that continues to challenge brand marketers. In March of last year, a study published in Ad Week revealed that the average Facebook page post was reaching a measly 2.6 percent of the audience.
But WHY? Facebook's Brian Boland explained in a blog post:
There is now far more content being made than there is time to absorb it... As a result, competition in News Feed... is increasing, and it’s becoming harder for any story to gain exposure in News Feed.... The second reason involves how News Feed works. Rather than showing people all possible content, News Feed is designed to show each person on Facebook the content that’s most relevant to them.
Plainly put: your content needs to be stellar to cut through the noise. Simply posting just to post won't get you very far on Facebook anymore. So how do you actually expand your organic reach, especially on a limited budget?
First things first, posting more is NOT the answer. Facebook's algorithm is looking at the interaction your content is getting, not how much content there is, so you should focus on quality and not quantity.
Want to know what your audience thinks is "quality"? Take a look at your Page's Insights and take a look at all your posts. Which posts performed best? Can you see a common trend? Do more of what's working, and if possible, put a small dollar amount against it to boost your post. Even five or ten dollars can make a big difference in reach.
Another great tip is to post at different times—not just during business hours. Your customers are on Facebook all the time, so reach them with your amazing content beyond business hours.
Thanks for tuning into this week's episode of #MariMinute!